There is a particular craft to branding a cocktail bar well. The visual identity has to do more than identify the venue; it has to communicate a feeling before a single drink is ordered. For Jausmai, a cocktail house built around the interplay of feelings, drinks, smokes, and conversations, the brand needed to feel sentimental and cosy while carrying an undercurrent of mystery that draws people in.
This project was delivered in collaboration with Project Manager Roberta Burgan-Norkuvienė of BuNo Agency, whose involvement shaped the project management and strategic direction throughout.
The creative brief centred on a specific emotional register: sophisticated but sensuous, modern but intimate. Not the bold, high-energy visual language common in the bar and nightlife sector, but something quieter and more considered, a brand that rewards attention and appeals to an audience that values atmosphere as much as the drinks themselves.
The logo was designed to embody this character directly. Clean lines and carefully chosen typography create a mark that feels refined and intentional, communicating the quality and personality of the venue without resorting to obvious hospitality clichés. The overall aesthetic is elegant without being cold, and modern without feeling transient.
The colour palette and typography were developed to reinforce the same emotional tone throughout all brand applications. Straight, thin lines are used as a recurring graphic element, adding a sense of structure and precision that complements the softness of the brand’s personality. Grain effects applied to photography introduce texture and warmth, giving all visual content a tactile, atmospheric quality that aligns naturally with the sensory experience Jausmai offers its guests.
Social media templates were built within this visual system, giving Jausmai a consistent and distinctive toolkit for digital content. In a social media landscape where hospitality brands frequently default to bright, saturated imagery, Jausmai’s restrained, atmospheric aesthetic provides clear differentiation and a stronger sense of identity.
